Browsing by Subject "Flow experience"
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    The influence of enterprise online information behavior on consumer satisfaction
    ( 2021) Liang, Liu
    Based on findings from previous studies a model of the influence of enterprise online information behavior on consumer behaviors was formulated, analyzed, and developed using data collected by questionnaire from a sample of 479 consumers in the context of China. Enterprise behavior is represented by three constructs (information disclosure, interaction, and utilization) which influence consumer behaviors related to perceptions of pleasure, control, and attention and in turn consumer satisfaction. Many of the findings related to direct effects that have been reported in previous studies conducted in the context of western societies were confirmed. However, there were new findings related to significant direct, indirect, and total effects on consumer satisfaction due to information disclosure, interaction, and utilization. Apart from the theoretical contribution of the study, especially the analysis of indirect and total effects, there were practical implications. These are discussed with the objective of improving enterprise online behaviors with positive consequences for consumer behaviors and especially for improved consumer satisfaction. Importantly, the study addresses the limited number of previous studies conducted with Chinese consumers in online environments in China.
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    A model for evaluating online game players: a study of enjoyment, interaction, flow experience, and motivation towards attitude and intention behavior in China
    (Assumption University Press, 2020) Wang, Yongshi ; Sirion Chaipoopirutana
    The purpose of this research is to findthe factors that affect Chineseonlinegameplayers. Thevariablesof this studyare human-game interaction, utilitarian motivation, hedonic motivation, flow experience, perceived enjoyment, attitude, and intention. By studying these variables, to understand the needs of Chinese online players, and to promote the development of online games. The researchers observed these variables and developedfour hypotheses to determine the influencing factorstowards attitude and intention behavior. The researchers focused on Chinese online game players who play"League of Legends". The researchers collected the data from 320respondents by usinga questionnaire surveythroughtwo large-scale communication platforms in China. The first platform is the official forum of "League of Legends" in China, and the second platform“QQ” whichis the mostpopulargame social softwarein China. The researchers used convenience sampling and judgmental sampling to collect the data. Moreover,descriptive statisticsis usedto provide average and demographic percentages.Besides, the researchers use inferential statistics to test the hypotheses.All data areanalyzed using statisticalsoftware, and linear regression analysis such asmultiple linear regression to find the most significant factors affecting players’ attitudes and intentions. The results showedthat human-game interaction has a significant positive correlation with utilitarian motivation and hedonic motivation. Utilitarian motivation, hedonic motivation, flow experience, and perceived enjoyment have a positive impact on the player’s attitude. However, flow experience, perceived enjoyment, and attitude have no influence on the intentions of online player.